The Power of a Spokesperson

The Power of a Spokesperson

“We need to stop interrupting what people are interested in and be what people are interested in.”
– Craig Davis

How do your customers see your company? Is it as a random building full of plants, or is it a people-driven business that’s there to help them? Putting a face to your company, and creating a voice to drive your content, is both powerful and dangerous.

Let’s talk definition first: I’m not talking about hiring a slices/dices fast talker with a microphone in his ear to sell your product. I’m also not talking specifically about a media spokesperson, although that’s often a part of it.

I’m talking about a Content Spokesperson. Someone to be the face, voice, mentor and humorist behind your blog, videos, seminars, and every other way you sell marketing.

I’ve been Spokesperson for my Garden Center for 10 years. I’ve crafted radio columns, multiple newspaper columns, written 4 books, and my face is on signs around the Garden Center (it takes some getting used to). Reporters have my cell number as their go-to when there’s a freak frost or fungus outbreak, and I write the blog.

Here are my thoughts on both why you need a spokesperson, and why you need to be careful getting one:

Humanity:

If you make over about a million in revenue, I guarantee that some people see you as a heartless, faceless business. The more successful you are, the more you’ll wrestle with this. If you make over about a million in revenue, I guarantee that some people see you as a heartless, faceless business. The more successful you are, the more you’ll wrestle with this.

Your target customers, Millennials, are the most purpose-driven consumers ever. They want to buy from businesses that reflect their values. A spokesperson makes communicating your values much easier.

Consider this: my Garden Center takes a stand against Neonictinoid Insecticides. This is both strategic and highly personal. 2 options to communicate that:

  • Put signs up around the store, buy newspaper ads, and splash it all over our website. Make it our policy.
  • I write blogs with personal anecdotes about what bees mean to me, their majesty and their magic. Lay out the argument and how important bees are to our lives. Make it personal.

Which do you think is more effective?

Voice:

Who writes your blog? Is he/she anonymous, does he/she sign his/her name but not introduce him/herself, or (worse) is it the “Pedals Company Blog.” (shiver)

Not many people are writers, but that shouldn’t stop you. If your spokesperson isn’t a writer, he/she can send bullet points to an external writer who wordsmiths it.

By putting a name to your blog, you’re taking it from an “official business message brought to you by the good people at….” to the face of your company chatting with your customer over coffee and answering her questions in a voice she recognizes and trusts.

It’s powerful stuff.

Owner to Owner…:

If this were a chat in your Garden Center, this would be the point where I’d lean in close, speak in a lower voice, and give you some straight up, owner-only talk.

Spokespeople accumulate massive power in a company. The more successful they are, the more influence they have to sway public opinion regarding your brand.

A nightmare scenario is investing time and money building his or her prestige, only to have him or her walk away. This isn’t a job where you can just bring in the next intern. So before choosing, ask yourself:

  • Has this person been with us for a long time, and/or do I trust him or her to excel and remain loyal in the long haul? This is why he/she is often part of a group of ownership family members (I’m Co-Owner and family, which is ideal but fairly rare).
  • 
Has this person been with us for a long time, and/or do I trust him or her to excel and remain loyal in the long haul? This is why he/she is often part of a group of ownership family members (I’m Co-Owner and family, which is ideal but fairly rare).
  • Is this a career for him/her, or a stepping stone? Will he/she walk away or demand an unreasonable amount of money if approached by poachers?
  • Does his/her charisma attract people, or is he/she the one behind the snack table at the party?
  • Is he/she okay with being recognized in airports and zoos and asked pruning questions? Not an issue at first, but I get unsolicited questions daily, now.
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